Agile + Lean Startup principles + Lean UX -> How to make it all work together!
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Presented at Campus Party Europe on 9/5/13
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Agile + Lean Startup principles + Lean UX -> How to make it all work together!
- 1. Agile, Lean & Lean UX - How to make it all work together!
- 2. AMRITA AVIYENTE Founder/CEO, UX Strategy & Design Lead Date My Wardrobe Education BIT, MS IT, MS HFID (Human Factors in Information Design) Work Experience Software Engineer -> 7+ years at Fidelity Investments (Boston, MA) UX Research Associate -> User Experience Center (Bentley University, MA) Passion Tennis, Cricket, Reading, Traveling Email: amrita@datemywardrobe.com Twitter: @amrita_ux Website: www.AmritaAviyente.com www.DateMyWardrobe.com
- 3. Agenda Agile Waterfall Lean Startup Lean UX/User Research Questions? @amrita_ux
- 5. Waterfall Sequential steps [ Analysis -> Design -> Dev -> QA -> UAT -> Prod -> Maint. ] Tons of documentation Longer release cycles Well understood requirements @amrita_ux Waterfall
- 6. Shortcomings @amrita_ux Waterfall No Accountability, blame game Team conflicts Set meetings Limited business involvement Difficult to make changes (sometimes too late) Work Breakdown Structure (WBS)
- 8. Agile @amrita_ux AGILE http://agilemanifesto.org/principles.htm Kent Beck– American SWE (Creator of the XP), TDD (Test Driven Dev)
- 9. Waterfall/Agile Waterfall A lot of documentation Sequential Well Known Req Infrequent Releases Agile Limited documentation Iterative/Incremental Req not well known Frequent Releases AGILE @amrita_ux
- 10. Releases @amrita_ux AGILE Release Week 1 Week 2 Week 3 Week 4 Iteration 1 Iteration 2 Day 1: Iteration Kickoff Day 1: Iteration Kickoff Last Day: Retrospective, Demo Last Day: Retrospective, Demo
- 11. Shortcomings Learning curve Stressful releases Continuous customer involvement is not always easy @amrita_ux AGILE
- 12. @amrita_ux SCRUM
- 13. AGILE Scrum @amrita_ux Agile software development framework for managing software projects!
- 15. Small Tracks/Teams (6-8 people/track: 1 analyst, 1-2 app dev, 1-2 DB dev, 2 Qa) Best Practices @amrita_ux AGILE
- 17. Quiet Time (few hours/day) Best Practices @amrita_ux AGILE
- 20. TDD (Test Driven Development) What worked! @amrita_ux AGILE
- 21. How frequently should you be having a product release? @amrita_ux Q
- 22. … a set of practices & principles aimed at building, testing and releasing software faster and more frequently! Continuous Delivery @amrita_ux AGILE
- 23. LEAN @amrita_ux
- 25. Lean Startup Concepts @amrita_ux LEAN Lean Manufacturing: originated in Japan with Toyota Production System Lean is a set of tools that assist in identification & elimination of waste. As waste is eliminated, quality improves and cost is reduced. Validated Learning – Business plans have a set of assumptions which must be validated as early as possible
- 26. Lean Startup Concepts @amrita_ux LEAN Customer Development: Exercise you go through to find the product-market fit Get out of the Building (GOOB) – Observe the users in real environments Customer Archetype – based on the data gathered. You need to validate your assumptions for this customer Value Hypothesis – Does the product/service deliver value to customers Growth Hypothesis – Test how new customers will discover the product/service
- 27. Lean Startup Concepts @amrita_ux LEAN Build o Turn ideas into products Measure o Get feedback from users Learn o Learn if a pivot is needed Build Measure Learn
- 28. Minimum Viable Product (MVP) @amrita_ux LEAN Build o Smallest version to test your hypothesis o Requires least amount of effort and development time o Lacks many features o Prototyping plays an important role in building MVP Measure o Get feedback – most importantly – act on it! Learn o Learning Milestones
- 29. Minimum Viable Product (MVP) @amrita_ux LEAN MVP Rule o Remove any feature, process, or effort that does not contribute directly to the learning you seek Pivot o Change in course/strategy o Can lead to more significant growth o Requires a lot of courage Post MVP/CMVP o Decision: Pivot or preserve! When to Pivot? o If hypothesis proven to be false, pivot now. Save effort, time and money
- 30. Concierge MVP @amrita_ux LEAN CMVP (Concierge Minimum Viable Product): o MVP where you manually guide your user through the solution to a problem o Short term solution to help you learn how to solve a customers problem o Mainly used for invalidating company’s growth model o Helps decide when pivot is needed o Can happen even if initial MVP is successful o E.g.: Manual delivery of coupons (before building software)
- 31. @amrita_ux Q How to decide which features to include in MVP? (Mobile payment app?)
- 32. What features to add in MVP (mobile payment app)? Merchant App o Accept Payments through smart phone Customer App o Register o Add Credit card o Make Payment Don’t worry about- Transaction History (merchant app) Social Media check-in (consumer app) Etc.! Back to Scenario @amrita_ux
- 33. How important is quality and design in an MVP? @amrita_ux Q
- 34. Zappos (online shoe retailer) o Founder Nick Swinmurn o It is better to observe real customer behavior rather than ask hypothetical questions Date My Wardrobe (P2P wardrobe sharing service) o Started with shoe share service idea More Lean Examples @amrita_ux
- 35. LEAN MVP Fail quickly and cheaply on order to succeed Build-Measure-Learn Pivot Don’t wait for the product to be built in order to learn Observe the customer behavior rather than ask what they want. Many times they may not know what they want Lean Startup Recap @amrita_ux
- 36. LEAN UX - User Research @amrita_ux 36
- 37. Foundations of Lean UX @amrita_ux LEANUX LEAN UX DESIGN THINKING AGILE LEAN STARTUP PRINCIPLES
- 38. Design Thinking @amrita_ux LEANUX “Design thinking is a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity” - Tim Brown (CEO, IDEO) Take a “people first” approach, imagine desirable solutions Ideation, prototyping, implementation and learning steps Solution focused approach to problem solving
- 39. Lean Startup/Lean UX @amrita_ux LEANUX Build Product MeasureData Learn Ideas Think Make Check LEAN STARTUP + UX = LEAN UX Eric Ries Build-Measure-Learn Feedback loop Think-Make-Check UX Cycle
- 40. Role of Prototyping in Lean UX @amrita_ux LEANUX “Lean UX is where Prototyping shines” - Jeff Gothelf (UX Designer and Author-Lean UX: Applying Lean Principles to Improve User Experience) Allows the designer to build the product experience putting in minimum amount of effort and iterate based on feedback. Choose the right tool for prototyping based on what is to be learned from the MVP Fidelity Tool Paper Prototype Paper Clickable Wireframes – Low OmniGraffle, MS Visio Medium Axure RP, Adobe Illustrator High Code
- 41. What are the similarities/differences between UCD (User Centered Design) and LeanUX? @amrita_ux Q
- 42. UCD/Lean UX UCD Learn from users No Agile concepts No Validating Hypothesis No way to measure design outcomes LeanUX Learn from users + Agile concepts Validating Hypothesis Measure design outcomes LEANUX @amrita_ux Lean UX = UCD + agile + lean
- 43. Lean UX/AgileLEANUX @amrita_ux Lean UX is Agile Cross Functional Teams o Developers, designers, product owners work together o Greater accountability + faster design process Limited Documentation o Enough to communicate the design o Since requirements may change, easier to manage documentation
- 45. LEAN UX is Data Driven Don’t assume that a new design/feature is better than what came before Test Everything You can’t learn if you don’t measure! Example – Facebook registration process @amrita_ux LEANUX
- 46. LEANUX Lean UX o Look at a product as a set of hypothesis (rather than a set of features) o Lean UX is not about adding features. It is about understanding customers problems and validating if you are correct. Validate @amrita_ux IDEA DESIGN PRODUC T Validate Validate
- 47. LEANUX Landing Page Test – Have a landing page • Signup button (e.g. to get an early signup) o Tool: Launchrock o Drive traffic using AdWords, Facebook Ads Show people real product (or close!) o User Interviews User Research for Validation @amrita_ux
- 48. LEANUX When o Great to understand detailed motivations towards a particular design o Conversation needed (not finite answers) o Environment independent o A few users available Structure o Structured (closed questions), Unstructured (open-ended Q), Semi-structured (mix of both) Facilitator Tips o Interact informally (to keep it comfortable) o Observe the user o Let the user think (silence is acceptable) o Come back on track if user distracted o Use mod guide (moderator’s guide) as a guide (not a rule) o Restate when necessary User Research - Interviews @amrita_ux
- 49. LEANUX What is important? o Contradictory info to your research o What frustrates the user o Feedback on design and future ideas Note: watch for body language Remote? o Acceptable if environment doesn't play a role o Tool: Facetime, Skype, Hangouts, Webex User interviews are a great way to incorporate user insights into the product/service requirements Interviews @amrita_ux
- 50. What o Surveys for large amounts of data o Can be administered online or offline o Can be complex (based on how many results you get) o Good way to observe trends o Iterative - Good to get survey reviewed by someone o It’s OK to pilot the survey with smaller set of users When to use? o Answers are finite (conversation not required) o Large amounts of data needed User Research - Surveys @amrita_ux LEANUX
- 51. LEANUX How? o Write clearly, focus on data needed from users o Whether MCQ format or free text responses are needed Tools o Web-based (Survey Monkey), emails, paper based Format o < 5 minutes, set expectations o Include subject of survey, purpose and your contact information o Better to have multiple surveys of smaller length than have one long survey Surveys @amrita_ux
- 52. LEANUX What? o Study of a person or a group through OBSERVATION o Information is recorded from different vantage points o Minimal or no interaction, focus on observation. Can have follow- up interaction When? o Complex domain o Study the real environment Look for? o Terminology (new), frustrations, inefficiencies, challenges User Research - Ethnography @amrita_ux
- 53. LEANUX If your product/service doesn’t have any competitors, go do more research! Competitor Testing o Run a usability test for a competitor product/service (alone or with your product) o You are not fixing their mistakes. Make sure you don’t make them. Landing Page Goal – To convert visitors to users o A/B test – to see which landing page is doing best o fivesecondtest.com – To get feedback on your landing page. Focus on Branding, Messaging & Call To Action Never give a guided tour to the user during testing (e.g. while showing a prototype) User Research @amrita_ux
- 54. Lean UX Recap Lean UX o Lean UX is about validating hypothesis o Lean UX is User Centered o Lean UX is Agile o Lean UX is Data Driven – Think of Metrics o Lean UX fast and cheap (sometimes) –Think of Waste o Lean UX is Iterative (always) – Think of MVP User Research o Interviews o Surveys o Ethnography @amrita_ux LEANUX
- 55. LEANUX NYC 2013LEANUX @amrita_ux “There are no best practices for Lean UX. We are dealing with unknown unknowns. The land of innovation -Will Evans (Director- UX, TLCLabs) Don’t listen to users, instead watch their behavior - Tomer Sharon (Author, “It’s Our Research”, Sr. UX Researcher, Google) Your user is a person. Treat them like one! (Use natural language) -Bill Beard – Creative Director of Copy (TheLadders) Designers are expected to be perfect all the time. And agile doesn’t work that way. Designers must adopt a sustainable pace (instead of coping with Agile) - Jonathan Berger - Designer/Developer (Pivotal Labs) Nothing kills a new idea faster than common sense - Luke Williams (Exec Director, Berkley Center for Entrepreneurship and Innovation) Good UX = Good Business
- 57. AMRITA AVIYENTE Founder/CEO, UX Strategy & Design Lead Date My Wardrobe Thank You! Email: amrita@datemywardrobe.com Twitter: @amrita_ux Website: www.amritaaviyente.com www.datemywardrobe.com
Notes de l'éditeur
- As one of the largest fee-only investment managers in the state of Georgia, our job is to help you chart out your own course to retirement. Here, presenters should place their credibility statement, education, title, and/or years of experience.
- Good for well defined requirements
- http://blogs.seapine.com/wp-content/uploads/2012/02/SelfOrgTeam_9_0611_v2.png
- http://www.axisagile.com/resources/scrumtrooper-images/ShortYday, Today, Risks
- http://library.poly.edu/news/2010/10/06/quiet-zone-poster-contest-win-75-gift-card
- http://fabiopereira.me/blog/2008/11/23/goal-driven-retrospective/
- http://www.flickr.com/photos/dav/94735395/
- http://cdn.tutsplus.com/net.tutsplus.com/authors/jeffreyway/tdd_cycle.jpg
- DependsTrip Advisor – weeklyFlickr – a few times a dayFinancial Services – need to think of downtime
- CI – Integration in non prod envCD – moving to productionC Deployment
- Lean manufacturing – with actual physical goods.Lean is a set of tools that assist in identification & elimination of waste. As waste is eliminated, quality improves and cost is reduced.Application of this lean thinking to the process of innovation.Build what customers want and what they will pay for.Biggest waste is building a product that your customers will refuse to use.Learn – You don’t have to wait for the product to be built in order to learn. You can start learning from the beginning, before you even write the first line of code.Learn by validating your assumptions.Observe the customer behavior rather than asking what they want. Many times they don’t know what they want.Validated learning – the effort that wont lead to learning something about the product from the customers can be eliminated.Leap Of Faith – in Ipod business, the leap of faith was that people will pay for music – ofcourse that turned out to be true.
- Lean manufacturing – with actual physical goods.Lean is a set of tools that assist in identification & elimination of waste. As waste is eliminated, quality improves and cost is reduced.Application of this lean thinking to the process of innovation.Build what customers want and what they will pay for.Biggest waste is building a product that your customers will refuse to use.Learn – You don’t have to wait for the product to be built in order to learn. You can start learning from the beginning, before you even write the first line of code.Learn by validating your assumptions.Observe the customer behavior rather than asking what they want. Many times they don’t know what they want.Validated learning – the effort that wont lead to learning something about the product from the customers can be eliminated.Leap Of Faith – in Ipod business, the leap of faith was that people will pay for music – ofcourse that turned out to be true.
- - We need to minimize the total time spent through this feedback loop.
- In building the MVP – the full cycle f the feedback loop should be covered – with minimum amount of effort and least amount of development time.After the complete cycle, the question of pivot arises – to pivot or to preserve?
- In building the MVP – the full cycle f the feedback loop should be covered – with minimum amount of effort and least amount of development time.After the complete cycle, the question of pivot arises – to pivot or to preserve?Many companies who did pivot – say they wish the had made the decision sooner. Very difficult to let go of your own original idea. I personally feel (first time) founders have their own reality distortion field where they think they know what the customers want
- In building the MVP – the full cycle f the feedback loop should be covered – with minimum amount of effort and least amount of development time.After the complete cycle, the question of pivot arises – to pivot or to preserve?
- In building the MVP – the full cycle f the feedback loop should be covered – with minimum amount of effort and least amount of development time.After the complete cycle, the question of pivot arises – to pivot or to preserve?
- If we don’t know who the customer is, we don’t know what quality isMVP’s can be low quality as well.Shri’s response – UX is marketing
- Zappos (one of the largest online shoe stores) founded in 1999. Founder was frustrated coz there was no online site with great selection of shoes. He envisioned a new and superior retail experience. He ran an experiment – his hypothesis was that people will be willing to buy shoes online. Instead of building the whole site, he took pictures of shoes at local stores and he’d post the pictures online. If the customers bought them online, he would go back to the store to buy them.In 2009, zappos was acquired by Amazon for 1.2 bln.
- User first (rather than product). Think of user goals first. For mobile payment app, user goals are: -
- One of the biggest challenges is designing the right kind of tests to test the hypothesis.Example:
- Lean UX includes agile concepts such as frequent iterations, agile teams, validating hypothesisLean UX is not a replacement for UCD.
- Why write a 300 page design document when a simple flow will communicate what is needed.In waterfall, it could take months and years to get the perfect spec.
- Instead of thinking that Lean design is driven by data, you can also think it is informed by data.Example: Facebook – Getting to a billion Users“It is very important to know what to do with the data available” - Julie Zhou – Director, Product Design (Primary designer of FB “Like”) Facebook Registration Steps (early days)Visit Site>Fill Form> Submit Form > Validation > Confirmation EmailRemove what is not necessary (email confirmation)Redesign with minimum number of fields (remove captcha, job etc.)Millions of new users joined after this change
- Start with hypothesis rather than a feature. That way y ou end up focusing what is important to the user. If you build what is important, you will be able to better sell your product, gain traction etc.Hypothesis first approach helps you know if this is the right feature to build.
- User plays an important role in the design process – close to the user. User supports its improvement. Product exists
- Once you have created the MVP, you need to keep working on itLean UX is about gathering actionable metrics. You cant just validate a hypothesis and do nothing from the results.